Snapchat will soon roll out a program where its users can at virtual artwork in real world settings. The technology will first appear for Snapchat users in New York's Central Park, Las Vegas, Paris, and Sydney.

Photo: Courtesy of Snapchat

Innovative Design

Innovative Design

Architecture + Design

Snapchat Partners with Jeff Koons to Make Art That Only Exists in Virtual Reality

The artist’s next big project can only be seen with a smartphone

Last year’s Pokémon Go craze brought the idea of location-based augmented reality (AR) experiences to the masses. Now, Snap looks to extend its domination of the AR space, launching digital art installations that’ll offer users a chance to Pokémon Go to the museum. This afternoon, Snap announced its plan for a worldwide augmented reality art platform that will create location-based digital art pop-ups that can only be viewed via smartphone screen. The program will launch in partnership with Jeff Koons, known for his colorful, large-scale installations and balloon animal sculptures. The six-year-old company announced today that the artist’s work will first appear for its users in Central Park, Las Vegas, Paris, and Sydney.

This is just the latest sign that Snap’s plans for augmented reality go far beyond filters for selfies. The publicly traded social media company introduced World Lens earlier in 2017, which let users drop 3-D digital objects (like the infamous dancing hot dog, for example) into their surroundings and capture them on camera. This program, however, could truly transform how users navigate through and interact with the world around them, making high art more accessible in the process.

As the program rolls out, it’s expected that other artists will be able to submit their works for possible addition to Snap’s worldwide AR art scavenger hunt. Given how Snap has chosen to monetize its digital bells and whistles in the past, expect brands to get in on the art installation concept sooner rather than later.